Analisis E-Service Quality LazadaTerhadap E-Customer Satisfaction Generasi Z di Pematangsiantar

Liharman Saragih

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Penelitian ini bertujuan untuk menganalisis kualitas pelayanan elektronik ketika berbelanja di www.lazada.com. Adapun populasi dari penelitian ini adalah generasi Z di Pematangsiantar. Sampel diambil dengan menggunakan purposive sampling dan diperoleh sebanyak 94 orang. Pengolahan data pada penelitian ini menggunakan persamaan regresi berganda. Data dianalisis dengan menggunakan regresi berganda Hasil penelitian menunjukkan bahwa Efficiency, Fulfillment, Compensation, Contact berpengaruh positif signifikan terhadap kepuasan pelanggan. Yang menarik dari penelitian ini adalah faktor Reliability dan Privacy berpengaruh terbalik terhadap kepuasan berbelanja artinya semakin reliable dan privacy maka mereka tidak akan semakin puas dan hasil lain Responsiveness berpengaruh tidak signifikan mempengaruhi kepuasan generasi Z berbelanja di Lazada
Keywords: E-Service Quality, E-Customer Satisfaction.

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DOI: https://doi.org/10.37531/yum.v4i1.866

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